At the stroke of midnight when the rolling counter stopped, gross merchandise volume for Alibaba’s 11.11 Global Shopping Festival 2018 hit RMB213.5 billion US$30.8 billion27% higher than last year’s milestone.
Even before the sun set on 11 November, it was a foregone conclusion that this year's GMV would again satisfy Alibaba executives, as last year's record of RMB168.2 billion US$ 25.3 billion got broken at around 4 pm.
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